Many businesses make the simple mistake of promoting Features when they would profit far more from promoting the Benefits of their product or service.

One of the hardest tasks is writing words that encourage people to buy from you. It isn't enough to say that you sell the "best product ever" or have the "largest selection of tennis shoes anywhere." You have to credibly explain to people why they need your product and why they should buy it from you. Sell the benefits, not the features.

It is important to really understand the difference and to be able to express the benefits of your offer in terms that your customers understand.

What Next

Next time you review the content on your web-site or your literature, think things through, along the following lines:

• If I was reading this as a prospective customer, would I understand “What’s in it for me?” on the first reading.
• Imagine yourself in the position of somebody buying your products and services for the first time. What problems are they trying to solve. How can our product and services features combine to provide benefits that make a difference. How can I describe these benefits succinctly.

Still Struggling

The phrase to remember is:

"Which means that ....."

If you have a feature in your product or service which you believe is important, write down the "Which means that ..." statements for the feature. Among  these will be the benefits you should be promoting.

Would a brief conversation help?

Why not contact us, or complete an enquiry form so that we can contact you. You have nothing to lose - and a quick conversation could give you some useful pointers.